I’ll bet you’ve done more than a dozen times?
You know, been on a website and filled out a form in exchange for that “important” PDF that will solve all of your problems quickly. These
“lead magnets”
are designed to build trust and are so much more effective than the conventional “join our mailing list” style messages. If the business is doing a good job, you’ll then be given the opportunity to purchase from them with their follow up email campaign. We call this next step the "trip wire offer".
All of these tools are part of what we call the “Customer Value Journey”
(CVJ), the process we use in marketing to map out the journey a prospect goes on when they become aware of a business for the first time. This journey always goes through the same stages and, when understood, can be the foundation of all of your marketing activity. It's fascinating to learn that the CVJ mirrors closely the journey we go on with any human relationship, from awareness to advocate or first eye contact to marriage.
The CVJ starts with the awareness stage, and often, this means the prospect sees some form of advertising, Google search or social post that sparks their interest. This then leads to the engagement stage where the prospect begins to assess whether they want find out more and start a conversation or undertake further information gathering on the business.
Then we get to the lead magnet. If the prospect is engaged with the website, they are likely to want to have a problem solved
that is relevant to them, right there and then. It’s likely the main reason the prospect landed on the website in the first place. Therefore, a great lead magnet would offer to solve that problem quickly and easily, in exchange for an email address (and sometimes a few more details such as name and telephone number).
Effective lead magnets are marketing gold and the internet is full of examples that prove that when we get this right, the results can be amazing.
There are few things to consider before embarking on creating lead magnet, most important of which is knowing exactly who the customer is
. We do this by creating a customer avatar. This process helps us understand our ideal customer intimately and allows us to put ourselves in their shoes in order to determine the problem that they need to solve with the core offer we are selling.
To help you produce a lead magnet yourself, we’ve put together a
quick guide
that talks you through the process step by step. This means you can produce a lead magnet from start to finish in less than an hour! It is accompanied by a
“Lead Magnet Ideas Cheat Sheet”
to help you build effective lead magnets to help you get loads ore leads.
